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How to Calculate Content Marketing ROI

Despite a huge surge in adoption of content marketing, many marketers still struggle to communicate and calculate the ROI of their programs internally. Some executives still view content as “just the latest trend” in marketing and don’t see the business value in providing useful, relevant and consistent content for their customers and prospects. Therefore, content marketers need to be able to measure their programs with things that have a quantifiable value they can take to the bank.

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Knowing the costs and ROI
of other marketing departments will also help benchmark your content marketing program and see how to stack up in comparison.

If you’re not sure what
metrics to ask for, here are some to get you started: Conversion rate Average deal size Marketing-generated pipeline Marketing-generated opportunities Marketing-generated deals Marketing-generated revenue Average cost per lead Customer acquisition cost Marketing % of customer acquisition cost Time to payback customer acquisition cost Cost per registration (content or events) Cost per sale

The average click-through rate of
display ads is 0.1%. (DoubleClick).1% 8% Only 8% of internet users account for 85% of clicks on display ads (and some aren’t even humans!) (comScore) 50% About 50% of clicks on mobile ads are accidental (GoldSpot)

There was a team at
SAP that had an enormous budget for advertising campaign landing pages. Those pages typically saw a 99.9% bounce rate, and any traﬃc that went there was paid. I asked for a small percentage of that budget with the promise of driving organic traﬃc to the site. It was a win- win for the both of us. ” “ - Michael Brenner – Head of Strategy, NewsCred Former VP of Content and Marketing Strategy, SAP

You will then see the
keywords people have used to ﬁnd your website and the number of visits and percentage of overall visits you have received from each keyword. BRAND AWARENESS BRAND HEALTH CONVERSIONS

You will then see the
keywords people have used to ﬁnd your website and the number of visits and percentage of overall visits you have received from each keyword. In this example, the site has received 359,953 visits from organic search traﬃc, totaling 25% of overall traffic. BRAND AWARENESS BRAND HEALTH CONVERSIONS

Next we want to see
how much paid traﬃc we’re receiving, which we can also ﬁnd in Google Analytics’ ‘Paid Keywords.’ In this example, let’s say we spend $100,000 on paid search traﬃc for 1,078,779 visits. BRAND AWARENESS BRAND HEALTH CONVERSIONS

Based on those numbers and
percentages, we can calculate the value of that organic traﬃc. In this example, let’s say we spend $100,000 on paid search traffic. 1,078,779 359,593 $100,000 X CROSS MULTIPLY & DIVIDE TO FIND “X” BRAND AWARENESS BRAND HEALTH CONVERSIONS

Based on those numbers and
percentages, we can calculate the value of that organic traﬃc. In this example, let’s say we spend $100,000 on paid search traffic. 1,078,779 359,593 $100,000 X CROSS MULTIPLY & DIVIDE TO FIND “X” BRAND AWARENESS BRAND HEALTH CONVERSIONS ALGEBRA DOES COME IN HANDY!

To calculate unbranded organic search,
we need to exclude your brand or products’ name from the search. To do this, create an “Advanced Filter” that will exclude those branded keywords. BRAND AWARENESS BRAND HEALTH CONVERSIONS

To calculate unbranded organic search,
we need to exclude your brand or products’ name from the search. To do this, create an “Advanced Filter” that will exclude those branded keywords. In this example, our brand and products contain the word “Raspberry.” BRAND AWARENESS BRAND HEALTH CONVERSIONS

Be sure to know what
URLs you’re wanting to track of your competitors. Some may use off-branded URLs for their content marketing eﬀorts. For example, ConAgra’s content marketing is done on an oﬀ-brand site, Forkful. The site provides time-saving kitchen tips and advice for cooking with kids. BRAND AWARENESS BRAND HEALTH CONVERSIONS

Now record the rankings for
each keyword you selected for yourself and your competitors. If you do rank, record in what position. (Note: You can rank more than once) KEYWORD RANKING #1 RANKING #2 RANKING #3 DANCE SHOES 1 2 3 DANCING SHOES 2 3 4 CHEAP DANCE SHOES 2 AFFORDABLE DANCE SHOES 5 BALLET SHOES When doing this, keep in mind there is no point in looking at more than the top 10… BRAND AWARENESS BRAND HEALTH CONVERSIONS

If you don’t want to
go through the manual trouble, there are a few tools that will help you calculate this: QUICK SPROUT: Allows you to enter up to 3 competitor sites and get a ranking on key scores for each SEMRUSH: Oﬀers free search analysis for your site and your competitors BRAND AWARENESS BRAND HEALTH CONVERSIONS

David Beebe Vice President of
Global Creative + Content Marketing, Marriott International Content marketing is like a ﬁrst date. If all you do is talk about yourself, there won’t be a second date. ” “ BRAND AWARENESS BRAND HEALTH CONVERSIONS

The percentage of visitors who
enter your site and then leave, rather than continuing to view other pages. BRAND AWARENESS BRAND HEALTH CONVERSIONS WHAT TO MEASURE : ENGAGEMENT TIME ON SITE BOUNCE RATE The amount of time visitors spend on your site. REPEAT VISITORS SOCIAL LIKES SUBSCRIPTIONS The number of times someone engages with your brand. Which content is resonating most with your audience. People giving your brand exclusive access to their inbox, opening the opportunity for you to market to them.

The percentage of visitors who
enter your site and then leave, rather than continuing to view other pages. WHAT TO MEASURE : ENGAGEMENT TIME ON SITE BOUNCE RATE The amount of time visitors spend on your site. REPEAT VISITORS SOCIAL LIKES SUBSCRIPTIONS The number of times someone engages with your brand. Which content is resonating most with your audience. People giving your brand exclusive access to their inbox, opening the opportunity for you to market to them. BRAND AWARENESS BRAND HEALTH CONVERSIONS

The percentage of visitors who
enter your site and then leave, rather than continuing to view other pages. WHAT TO MEASURE : ENGAGEMENT TIME ON SITE BOUNCE RATE The amount of time visitors spend on your site. REPEAT VISITORS SOCIAL LIKES SUBSCRIPTIONS The number of times someone engages with your brand. Which content is resonating most with your audience. People giving your brand exclusive access to their inbox, opening the opportunity for you to market to them. BRAND AWARENESS BRAND HEALTH CONVERSIONS

The percentage of visitors who
enter your site and then leave, rather than continuing to view other pages. WHAT TO MEASURE : ENGAGEMENT TIME ON SITE BOUNCE RATE The amount of time visitors spend on your site. REPEAT VISITORS SOCIAL LIKES SUBSCRIPTIONS The number of times someone engages with your brand. Which content is resonating most with your audience. People giving your brand exclusive access to their inbox, opening the opportunity for you to market to them. BRAND AWARENESS BRAND HEALTH CONVERSIONS

The percentage of visitors who
enter your site and then leave, rather than continuing to view other pages. WHAT TO MEASURE : ENGAGEMENT TIME ON SITE BOUNCE RATE The amount of time visitors spend on your site. REPEAT VISITORS SOCIAL LIKES SUBSCRIPTIONS The number of times someone engages with your brand. Which content is resonating most with your audience. People giving your brand exclusive access to their inbox, opening the opportunity for you to market to them. BRAND AWARENESS BRAND HEALTH CONVERSIONS

NOT ALL TIME ON SITE
IS EQUAL. TIMEONSITE PAGE VIEWS BRAND AWARENESS BRAND HEALTH CONVERSIONS AHIGH TIME ON SITE, LOW NUMBER OF PAGE VIEWS BHIGH TIME ON SITE, HIGH NUMBER OF PAGE VIEWS CLOW TIME ON SITE, LOW NUMBER OF PAGE VIEWS DLOW TIME ON SITE, HIGH NUMBER OF PAGE VIEWS

NOT ALL TIME ON SITE
IS EQUAL. TIMEONSITE PAGE VIEWS BRAND AWARENESS BRAND HEALTH CONVERSIONS AHIGH TIME ON SITE, LOW NUMBER OF PAGE VIEWS BHIGH TIME ON SITE, HIGH NUMBER OF PAGE VIEWS CLOW TIME ON SITE, LOW NUMBER OF PAGE VIEWS DLOW TIME ON SITE, HIGH NUMBER OF PAGE VIEWS

A. HIGH TIME ON SITE,
LOW NUMBER OF PAGE VIEWS BRAND AWARENESS BRAND HEALTH CONVERSIONS THE GOOD THE BAD GOOD INDICATOR FOR POOR INDICATOR FOR May indicate a reading behavior pattern Lower number of page impressions may be negative for advertising related websites Source: Panalysis, How to Interpret Time on Site, 2015 Sites that require a lot of time to read and understand the contents of the site. (ie: A professional services company) Sites that sell advertising

A. HIGH TIME ON SITE,
LOW NUMBER OF PAGE VIEWS BRAND AWARENESS BRAND HEALTH CONVERSIONS THE GOOD THE BAD GOOD INDICATOR FOR POOR INDICATOR FOR May indicate a reading behavior pattern Lower number of page impressions may be negative for advertising related websites Source: Panalysis, How to Interpret Time on Site, 2015 Sites that require a lot of time to read and understand the contents of the site. (ie: A professional services company) Sites that sell advertising

A. HIGH TIME ON SITE,
LOW NUMBER OF PAGE VIEWS BRAND AWARENESS BRAND HEALTH CONVERSIONS THE GOOD THE BAD GOOD INDICATOR FOR POOR INDICATOR FOR May indicate a reading behavior pattern Lower number of page impressions may be negative for advertising related websites Source: Panalysis, How to Interpret Time on Site, 2015 Sites that require a lot of time to read and understand the contents of the site. (ie: A professional services company) Sites that sell advertising

A. HIGH TIME ON SITE,
LOW NUMBER OF PAGE VIEWS BRAND AWARENESS BRAND HEALTH CONVERSIONS THE GOOD THE BAD GOOD INDICATOR FOR POOR INDICATOR FOR May indicate a reading behavior pattern Lower number of page impressions may be negative for advertising related websites Source: Panalysis, How to Interpret Time on Site, 2015 Sites that require a lot of time to read and understand the contents of the site. (ie: A professional services company) Sites that sell advertising

NOT ALL TIME ON SITE
IS EQUAL. TIMEONSITE PAGE VIEWS BRAND AWARENESS BRAND HEALTH CONVERSIONS AHIGH TIME ON SITE, LOW NUMBER OF PAGE VIEWS BHIGH TIME ON SITE, HIGH NUMBER OF PAGE VIEWS CLOW TIME ON SITE, LOW NUMBER OF PAGE VIEWS DLOW TIME ON SITE, HIGH NUMBER OF PAGE VIEWS

B. HIGH TIME ON SITE,
HIGH NUMBER OF PAGE VIEWS BRAND AWARENESS BRAND HEALTH CONVERSIONS THE GOOD THE BAD GOOD INDICATOR FOR POOR INDICATOR FOR May indicate high level of interest and involvement with your site Could indicate user frustration diﬃculties navigating your site to ﬁnd what they’re looking for Source: Panalysis, How to Interpret Time on Site, 2015 Where a high level of involvement is a key performance indicator (ie: advertising based sites selling banners based on page impressions) Where a site is for supporting visitors who should be able to readily access information or perform a task in a short period of time. (ie: Government and self service websites such as online banking)

B. HIGH TIME ON SITE,
HIGH NUMBER OF PAGE VIEWS BRAND AWARENESS BRAND HEALTH CONVERSIONS THE GOOD THE BAD GOOD INDICATOR FOR POOR INDICATOR FOR May indicate high level of interest and involvement with your site Could indicate user frustration diﬃculties navigating your site to ﬁnd what they’re looking for Source: Panalysis, How to Interpret Time on Site, 2015 Where a high level of involvement is a key performance indicator (ie: advertising based sites selling banners based on page impressions) Where a site is for supporting visitors who should be able to readily access information or perform a task in a short period of time. (ie: Government and self service websites such as online banking)

B. HIGH TIME ON SITE,
HIGH NUMBER OF PAGE VIEWS BRAND AWARENESS BRAND HEALTH CONVERSIONS THE GOOD THE BAD GOOD INDICATOR FOR POOR INDICATOR FOR May indicate high level of interest and involvement with your site Could indicate user frustration diﬃculties navigating your site to ﬁnd what they’re looking for Source: Panalysis, How to Interpret Time on Site, 2015 Where a high level of involvement is a key performance indicator (ie: advertising based sites selling banners based on page impressions) Where a site is for supporting visitors who should be able to readily access information or perform a task in a short period of time. (ie: Government and self service websites such as online banking)

B. HIGH TIME ON SITE,
HIGH NUMBER OF PAGE VIEWS BRAND AWARENESS BRAND HEALTH CONVERSIONS THE GOOD THE BAD GOOD INDICATOR FOR POOR INDICATOR FOR May indicate high level of interest and involvement with your site Could indicate user frustration diﬃculties navigating your site to ﬁnd what they’re looking for Source: Panalysis, How to Interpret Time on Site, 2015 Where a high level of involvement is a key performance indicator (ie: advertising based sites selling banners based on page impressions) Where a site is for supporting visitors who should be able to readily access information or perform a task in a short period of time. (ie: Government and self service websites such as online banking)

NOT ALL TIME ON SITE
IS EQUAL. TIMEONSITE PAGE VIEWS BRAND AWARENESS BRAND HEALTH CONVERSIONS AHIGH TIME ON SITE, LOW NUMBER OF PAGE VIEWS BHIGH TIME ON SITE, HIGH NUMBER OF PAGE VIEWS CLOW TIME ON SITE, LOW NUMBER OF PAGE VIEWS DLOW TIME ON SITE, HIGH NUMBER OF PAGE VIEWS

C. LOW TIME ON SITE,
LOW NUMBER OF PAGE VIEWS BRAND AWARENESS BRAND HEALTH CONVERSIONS THE GOOD THE BAD GOOD INDICATOR FOR POOR INDICATOR FOR For sites that only provide a simple response or quick answers Generally implies disinterest in the site Source: Panalysis, How to Interpret Time on Site, 2015 Sites where visitors are seeking answers (ie: directories) In this case, repeat visitor behavior is a crucial contributing factor. Most websites

C. LOW TIME ON SITE,
LOW NUMBER OF PAGE VIEWS BRAND AWARENESS BRAND HEALTH CONVERSIONS THE GOOD THE BAD GOOD INDICATOR FOR POOR INDICATOR FOR For sites that only provide a simple response or quick answers Generally implies disinterest in the site Source: Panalysis, How to Interpret Time on Site, 2015 Sites where visitors are seeking answers (ie: directories) In this case, repeat visitor behavior is a crucial contributing factor. Most websites

C. LOW TIME ON SITE,
LOW NUMBER OF PAGE VIEWS BRAND AWARENESS BRAND HEALTH CONVERSIONS THE GOOD THE BAD GOOD INDICATOR FOR POOR INDICATOR FOR For sites that only provide a simple response or quick answers Generally implies disinterest in the site Source: Panalysis, How to Interpret Time on Site, 2015 Sites where visitors are seeking answers (ie: directories) In this case, repeat visitor behavior is a crucial contributing factor. Most websites

C. LOW TIME ON SITE,
LOW NUMBER OF PAGE VIEWS BRAND AWARENESS BRAND HEALTH CONVERSIONS THE GOOD THE BAD GOOD INDICATOR FOR POOR INDICATOR FOR For sites that only provide a simple response or quick answers Generally implies disinterest in the site Source: Panalysis, How to Interpret Time on Site, 2015 Sites where visitors are seeking answers (ie: directories) In this case, repeat visitor behavior is a crucial contributing factor. Most websites

NOT ALL TIME ON SITE
IS EQUAL. TIMEONSITE PAGE VIEWS BRAND AWARENESS BRAND HEALTH CONVERSIONS AHIGH TIME ON SITE, LOW NUMBER OF PAGE VIEWS BHIGH TIME ON SITE, HIGH NUMBER OF PAGE VIEWS CLOW TIME ON SITE, LOW NUMBER OF PAGE VIEWS DLOW TIME ON SITE, HIGH NUMBER OF PAGE VIEWS

D. LOW TIME ON SITE,
HIGH NUMBER OF PAGE VIEWS BRAND AWARENESS BRAND HEALTH CONVERSIONS THE GOOD THE BAD GOOD INDICATOR FOR POOR INDICATOR FOR May indicate success for sites that require visitors to complete tasks quickly Could indicate that visitors are lost in the site Source: Panalysis, How to Interpret Time on Site, 2015 Sites that require high involvement in short bursts (ie: banking sites, online applications) Complex websites, such as government agencies

D. LOW TIME ON SITE,
HIGH NUMBER OF PAGE VIEWS BRAND AWARENESS BRAND HEALTH CONVERSIONS THE GOOD THE BAD GOOD INDICATOR FOR POOR INDICATOR FOR May indicate success for sites that require visitors to complete tasks quickly Could indicate that visitors are lost in the site Source: Panalysis, How to Interpret Time on Site, 2015 Sites that require high involvement in short bursts (ie: banking sites, online applications) Complex websites, such as government agencies

D. LOW TIME ON SITE,
HIGH NUMBER OF PAGE VIEWS BRAND AWARENESS BRAND HEALTH CONVERSIONS THE GOOD THE BAD GOOD INDICATOR FOR POOR INDICATOR FOR May indicate success for sites that require visitors to complete tasks quickly Could indicate that visitors are lost in the site Source: Panalysis, How to Interpret Time on Site, 2015 Sites that require high involvement in short bursts (ie: banking sites, online applications) Complex websites, such as government agencies

D. LOW TIME ON SITE,
HIGH NUMBER OF PAGE VIEWS BRAND AWARENESS BRAND HEALTH CONVERSIONS THE GOOD THE BAD GOOD INDICATOR FOR POOR INDICATOR FOR May indicate success for sites that require visitors to complete tasks quickly Could indicate that visitors are lost in the site Source: Panalysis, How to Interpret Time on Site, 2015 Sites that require high involvement in short bursts (ie: banking sites, online applications) Complex websites, such as government agencies

When determining your time on
site goals, it’s important to keep in mind why someone is going to your site. BRAND AWARENESS BRAND HEALTH CONVERSIONS

So you need to think
of other ways to bring prospects back to your site so that when they are ready to purchase, they choose you. BRAND AWARENESS BRAND HEALTH CONVERSIONS

Source: Inc, 2 Web Metrics
You Should be Watching All the Time, 2014 If your ultimate goal is to sell a product or service, you're much more likely to sell to visitors who come back time after time. BRAND AWARENESS BRAND HEALTH CONVERSIONS

Source: Inc, 2 Web Metrics
You Should be Watching All the Time, 2014 Repeat Visitor Ratio (RVR) measures the percentage of visitors who return to your site after an initial visit during some speciﬁc time period. Let’s say you got 4,000 visitors this month and 800 were repeat visitors. 800/4,000 = 20% BRAND AWARENESS BRAND HEALTH CONVERSIONS

Source: Inc, 2 Web Metrics
You Should be Watching All the Time, 2014 RVR is great way to determine whether you are successfully engaging your site visitors. New visitors are ﬁne, but repeat visitors are great since once you "have" a new reader you don't have to spend time and money attracting that reader--your content is suﬃcient. So the higher your RVR the better your website must be at engaging the average new visitor. BRAND AWARENESS BRAND HEALTH CONVERSIONS

To put a monetary value
on RVR, we need to look at the average amount you’re spending in advertising to drive net new traﬃc. BRAND AWARENESS BRAND HEALTH CONVERSIONS

For our example, let’s say
you’re spending $5,000 per month on advertising to drive new visitors. If 80%, or 3,200 visitors are net new, you’re spending an average of $1.56 per visitor. $5,000 / 3,200 = $1.56 Taking that ﬁnding, we can then calculate the value of our 800 repeat visitors. BRAND AWARENESS BRAND HEALTH CONVERSIONS

1. Better target your marketing
2. Provide great content 3. Ensure site navigation is streamlined and intuitive 4. Constantly create new content to keep the site fresh and relevant. BRAND AWARENESS BRAND HEALTH CONVERSIONS Source: Inc, 2 Web Metrics You Should be Watching All the Time, 2014 How do you improve your RVR?

Don’t forget that while you
want to increase the percentage of repeat visitors, you also want to increase the total number of visitors… BRAND AWARENESS BRAND HEALTH CONVERSIONS

Don’t forget that while you
want to increase the percentage of repeat visitors, you also want to increase the total number of visitors… Otherwise you’ll be preaching to the same choir. BRAND AWARENESS BRAND HEALTH CONVERSIONS

Social “likes” are a light
indicator for whether or not your audience is resonating with your content. BRAND AWARENESS BRAND HEALTH CONVERSIONS

While many have tried, it
is diﬃcult to assess real value in a like. However, it is important to track social shares over time to ensure your content is reaching baseline or increasing level of engagement. BRAND AWARENESS BRAND HEALTH CONVERSIONS

Knowing your cost to obtain
a new list member is the only way to determine how much you can actually afford to invest in growing your list sign-up… Source: MarketingProfs, The Art and Science of Growing Your Email List, 2014 BRAND AWARENESS BRAND HEALTH CONVERSIONS

Knowing your cost to obtain
a new list member is the only way to determine how much you can actually afford to invest in growing your list sign-up… And what your maximum allowable cost to obtain a new subscriber should be. Source: MarketingProfs, The Art and Science of Growing Your Email List, 2014 BRAND AWARENESS BRAND HEALTH CONVERSIONS

As a rule of thumb,
your list sign-up cost per acquisition (CPA) should be well under your average sale amount from a new customer and within range of what you pay to obtain other valuable actions, such as webinar sign-ups, free content downloads or even direct sales. Source: MarketingProfs, The Art and Science of Growing Your Email List, 2014 BRAND AWARENESS BRAND HEALTH CONVERSIONS

BRAND AWARENESS BRAND HEALTH CONVERSIONS
METHOD QUANTITY OF SUBSCRIBERS (QOS) COST PER ACQUISITION (CPA) UNSUBSCRIBE RATE (UR) AVERAGE SALE VALUE (ASV) FACEBOOK AD 200 $2.30 30% $100 TWITTER 400 $1.00 5% $100 PAID SEARCH 300 $2.00 15% $150 WEBINAR 100 $0.10 5% $200 When you analyze the data, you’ll easily be able to spot the methods that produce the best quality and quantity of subscribers within your allowable CPA. The higher the quality of subscribers you attract, the more likely they are to convert to becoming not only customers but also your best customers-resulting in more revenue from which to raise your CPA.

Your site’s bounce rate is
a metric that indicates the percentage of people who land on one of your web pages and then leave without clicking anywhere else on your site. BRAND AWARENESS BRAND HEALTH CONVERSIONS

Source: Hubspot, How to Decrease
Your Website’s Bounce Rate, 2014 BRAND AWARENESS BRAND HEALTH CONVERSIONS A high bounce rate is a reason for concern since it indicates that your website visitors aren’t looking for more content on your site, clicking on calls-to-action, or converting into contacts.

A high bounce rate is
a reason for concern since it indicates that your website visitors aren’t looking for more content on your site, clicking on calls-to-action, or converting into contacts. Since attracting and converting visitors into qualiﬁed leads is the main objective for content marketing, this is an important metric to measure and improve. Source: Hubspot, How to Decrease Your Website’s Bounce Rate, 2014 BRAND AWARENESS BRAND HEALTH CONVERSIONS

You will then see the
keywords people have used to ﬁnd your website and the number of visits and percentage of overall visits you have received from each keyword. BRAND AWARENESS BRAND HEALTH CONVERSIONS

You will then see the
keywords people have used to ﬁnd your website and the number of visits and percentage of overall visits you have received from each keyword. In this example, the site has received 359,953 visits from organic search traﬃc, totaling 25% of overall traffic. BRAND AWARENESS BRAND HEALTH CONVERSIONS

Next we want to see
how much paid traﬃc we’re receiving, which we can also ﬁnd in Google Analytics’ ‘Paid Keywords.’ In this example, let’s say we spend $100,000 on paid search traﬃc for 1,078,779 visits. BRAND AWARENESS BRAND HEALTH CONVERSIONS

Based on those numbers and
percentages, we can calculate the value of that organic traﬃc. In this example, let’s say we spend $100,000 on paid search traffic. 1,078,779 359,593 $100,000 X CROSS MULTIPLY & DIVIDE TO FIND “X” BRAND AWARENESS BRAND HEALTH CONVERSIONS

Based on those numbers and
percentages, we can calculate the value of that organic traﬃc. In this example, let’s say we spend $100,000 on paid search traffic. 1,078,779 359,593 $100,000 X CROSS MULTIPLY & DIVIDE TO FIND “X” ALGEBRA DOES COME IN HANDY! BRAND AWARENESS BRAND HEALTH CONVERSIONS

BRAND AWARENESS BRAND HEALTH CONVERSIONS
Let’s say you spend $1,000 on paid social distribution and reached 5,000 viewers. For this campaign, each view was worth $0.20 ($1,000/5000). Now let’s say a social post was shared organically by your followers and reached 500 viewers.

Let’s say you spend $1,000
on paid social distribution and reached 5,000 viewers. For this campaign, each view was worth $0.20 ($1,000/5000). Now let’s say a social post was shared organically by your followers and reached 500 viewers. Based on the value of each view from our paid distribution, we can also value our 500 organic views at $0.20 each, or $100 total. BRAND AWARENESS BRAND HEALTH CONVERSIONS

Brands should also track if
their social follower growth positively correlates with their total number of shares. If it does, this would indicate that your organic social shares are reaching the right audience for your brand. BRAND AWARENESS BRAND HEALTH CONVERSIONS

Google has stated that it
uses more than 200 factors to rank a web page, but which are the most important? Source: Altitude Marketing, SEO Checklist Part 2: Measure and Improve Oﬀ-site SEO Factors That Drive Organic Search Traﬃc to Your Site, BRAND AWARENESS BRAND HEALTH CONVERSIONS

There is one thing virtually
all SEO experts agree upon: The number and quality of links coming into your site is near the top of the list. BRAND AWARENESS BRAND HEALTH CONVERSIONS Source: Altitude Marketing, SEO Checklist Part 2: Measure and Improve Oﬀ-site SEO Factors That Drive Organic Search Traﬃc to Your Site,

So how can you measure
your oﬀ-site SEO? • Measure your inbound links and their value. An easy way to do this is by plugging your site URL into Open Site Explorer. (https://moz.com/researchtools/ose/) BRAND AWARENESS BRAND HEALTH CONVERSIONS Source: Altitude Marketing, SEO Checklist Part 2: Measure and Improve Oﬀ-site SEO Factors That Drive Organic Search Traﬃc to Your Site,

So how can you measure
your oﬀ-site SEO? • Measure your inbound links and their value. An easy way to do this is by plugging your site URL into Open Site Explorer. (https://moz.com/researchtools/ose/) • With this tool, you can see all inbound links, see your top-linked pages, sort by linking domains, see the anchor text other sites use to link to you. BRAND AWARENESS BRAND HEALTH CONVERSIONS Source: Altitude Marketing, SEO Checklist Part 2: Measure and Improve Oﬀ-site SEO Factors That Drive Organic Search Traﬃc to Your Site,

So how can you measure
your oﬀ-site SEO? • Measure your inbound links and their value. An easy way to do this is by plugging your site URL into Open Site Explorer. (https://moz.com/researchtools/ose/) • With this tool, you can see all inbound links, see your top-linked pages, sort by linking domains, see the anchor text other sites use to link to you. • Do the same with your competitors’ sites and compare BRAND AWARENESS BRAND HEALTH CONVERSIONS Source: Altitude Marketing, SEO Checklist Part 2: Measure and Improve Oﬀ-site SEO Factors That Drive Organic Search Traﬃc to Your Site,

BRAND AWARENESS BRAND HEALTH CONVERSIONS
Source: Altitude Marketing, SEO Checklist Part 2: Measure and Improve Oﬀ-site SEO Factors That Drive Organic Search Traﬃc to Your Site, What to do with this data? • Scan your highest-authority inbound links for opportunity to get other similar links

BRAND AWARENESS BRAND HEALTH CONVERSIONS
Source: Altitude Marketing, SEO Checklist Part 2: Measure and Improve Oﬀ-site SEO Factors That Drive Organic Search Traﬃc to Your Site, What to do with this data? • Scan your highest-authority inbound links for opportunity to get other similar links • Scan your competitors’ highest-authority inbound links. Can you get those links too, or do they provide ideas for getting similar links?

BRAND AWARENESS BRAND HEALTH CONVERSIONS
Source: Altitude Marketing, SEO Checklist Part 2: Measure and Improve Oﬀ-site SEO Factors That Drive Organic Search Traﬃc to Your Site, What to do with this data? • Scan your highest-authority inbound links for opportunity to get other similar links • Scan your competitors’ highest-authority inbound links. Can you get those links too, or do they provide ideas for getting similar links? • Inbound links from non-proﬁt (.org) and education (.edu) sites are especially powerful

BRAND AWARENESS BRAND HEALTH CONVERSIONS
Source: Altitude Marketing, SEO Checklist Part 2: Measure and Improve Oﬀ-site SEO Factors That Drive Organic Search Traﬃc to Your Site, What to do with this data? • Scan your highest-authority inbound links for opportunity to get other similar links • Scan your competitors’ highest-authority inbound links. Can you get those links too, or do they provide ideas for getting similar links? • Inbound links from non-proﬁt (.org) and education (.edu) sites are especially powerful • Build your inbound links gradually. Google algorithms will notice, and may penalize a quick accumulation of links

These are prospects who became
customers because of either helpful, useful and/or entertaining content you provided them. BRAND AWARENESS BRAND HEALTH CONVERSIONS

BRAND AWARENESS BRAND HEALTH CONVERSIONS
Percentage of people who take a desired action. WHAT TO MEASURE : COST PER LEAD PERCENTAGE OF LEADS SOURCED CONVERSIONS Amount your brand spends to acquire a lead. Percentage of leads sourced by content compared to other marketing programs.

BRAND AWARENESS BRAND HEALTH CONVERSIONS
Percentage of people who take a desired action. WHAT TO MEASURE : COST PER LEAD PERCENTAGE OF LEADS SOURCED CONVERSIONS Amount your brand pays in advertising to acquire a lead. Percentage of leads sourced by content compared to other marketing programs.

BRAND AWARENESS BRAND HEALTH CONVERSIONS
Percentage of people who take a desired action. WHAT TO MEASURE : COST PER LEAD PERCENTAGE OF LEADS SOURCED CONVERSIONS Amount your brand pays in advertising to acquire a lead. Percentage of leads sourced by content compared to other marketing programs.

CONTENT ACTIVITY COST ROI Guide
Creation $3,000 ROI Guide Sponsored Email $10,000 Strategy Guide Creation $3,000 Strategy Guide Sponsored Webinar $20,000 BRAND AWARENESS BRAND HEALTH CONVERSIONS In this example, we’ve created two pieces of content: • For the ROI Guide, we spent $3,000 to create and invested $10,000 to distribute. • For the Strategy Guide we also spent $3,000 to create, but spent $20,000 to distribute. • Combining these costs, we can see that the ROI Guide cost us $13,000 and the Strategy Guide cost us $23,000.

CONTENT ACTIVITY COST TOTAL COST
ROI Guide Creation $3,000 $13,000 ROI Guide Sponsored Email $10,000 Strategy Guide Creation $3,000 $23,000 Strategy Guide Sponsored Webinar $20,000 BRAND AWARENESS BRAND HEALTH CONVERSIONS In this example, we’ve created two pieces of content: • For the ROI Guide, we spent $3,000 to create and invested $10,000 to distribute. • For the Strategy Guide we also spent $3,000 to create, but spent $20,000 to distribute. • Combining these costs, we can see that the ROI Guide cost us $13,000 and the Strategy Guide cost us $23,000.

BRAND AWARENESS BRAND HEALTH CONVERSIONS
Now that we know how much our content cost to create and distribute, let’s see how the content did in terms of lead generation to calculate cost per qualiﬁed lead.

BRAND AWARENESS BRAND HEALTH CONVERSIONS
CHANNEL COST NEW LEADS MQLs ROI Guide $13,000 550 205 Strategy Guide $23,000 700 130 Now that we know how much our content cost to create and distribute, let’s see how the content did in terms of lead generation to calculate cost per qualiﬁed lead. • Our ROI Guide generated 550 new leads, 205 of which were qualiﬁed leads.

BRAND AWARENESS BRAND HEALTH CONVERSIONS
CHANNEL COST NEW LEADS MQLs ROI Guide $13,000 550 205 Strategy Guide $23,000 700 130 Now that we know how much our content cost to create and distribute, let’s see how the content did in terms of lead generation to calculate cost per qualiﬁed lead. • Our ROI Guide generated 550 new leads, 205 of which were qualiﬁed leads. • To calculate cost per lead, we want to take the total cost ($13,000) divided by the total number of qualiﬁed leads (205).

BRAND AWARENESS BRAND HEALTH CONVERSIONS
CHANNEL COST NEW LEADS MQLs ROI Guide $13,000 550 205 Strategy Guide $23,000 700 130 Now that we know how much our content cost to create and distribute, let’s see how the content did in terms of lead generation to calculate cost per qualiﬁed lead. • Our ROI Guide generated 550 new leads, 205 of which were qualiﬁed leads. • To calculate cost per lead, we want to take the total cost ($13,000) divided by the total number of qualiﬁed leads (205). • $13,000 / 205 = $63

BRAND AWARENESS BRAND HEALTH CONVERSIONS
CHANNEL COST NEW LEADS MQLs CPMQL ROI Guide $13,000 550 205 $63 Strategy Guide $23,000 700 130 $177 Now that we know how much our content cost to create and distribute, let’s see how the content did in terms of lead generation to calculate cost per qualiﬁed lead. • Our ROI Guide generated 550 new leads, 205 of which were qualiﬁed leads. • To calculate cost per lead, we want to take the total cost ($13,000) divided by the total number of qualiﬁed leads (205). • $13,000 / 205 = $63 • Therefore, our ROI Guide cost $63 per qualiﬁed lead.

BRAND AWARENESS BRAND HEALTH CONVERSIONS
CHANNEL COST NEW LEADS MQLs CPMQL ROI Guide $13,000 550 205 $63 Strategy Guide $23,000 700 130 $177 To determine an accurate average total cost per lead of content marketing, we’d want to take a larger sample, but for the purpose of this guide, we’ll simplify and average these two costs.

BRAND AWARENESS BRAND HEALTH CONVERSIONS
CHANNEL COST NEW LEADS MQLs CPMQL ROI Guide $13,000 550 205 $63 Strategy Guide $23,000 700 130 $177 To determine an accurate average total cost per lead of content marketing, we’d want to take a larger sample, but for the purpose of this guide, we’ll simplify and average these two costs. $63 + $177 / 2 = $120

BRAND AWARENESS BRAND HEALTH CONVERSIONS
CHANNEL COST NEW LEADS MQLs CPMQL ROI Guide $13,000 550 205 $63 Strategy Guide $23,000 700 130 $177 To determine an accurate average total cost per lead of content marketing, we’d want to take a larger sample, but for the purpose of this guide, we’ll simplify and average these two costs. $63 + $177 / 2 = $120 Therefore our average total cost per lead for content marketing is $120.

BRAND AWARENESS BRAND HEALTH CONVERSIONS
PROGRAM MQLs CONVERSION RATE AVERAGE SALES VALUE Content 205 50% $500 For this example, let’s say our content marketing has a conversion rate of 50% and the average sale is worth $500. • To ﬁnd our total conversions, we need to multiply our total qualiﬁed leads by 50%.

BRAND AWARENESS BRAND HEALTH CONVERSIONS
PROGRAM MQLs CONVERSION RATE AVERAGE SALES VALUE CONVERSIONS Content 205 50% $500 102.5 For this example, let’s say our content marketing has a conversion rate of 50% and the average sale is worth $500. • To ﬁnd our total conversions, we need to multiply our total qualiﬁed leads by 50%. • 205 * 50% = 102.5 conversions • Based on that ﬁnding we assume these sales will average $500, so to ﬁnd the total value we • multiply 102.5 * $500 = $51,000

BRAND AWARENESS BRAND HEALTH CONVERSIONS
PROGRAM MQLs CONVERSION RATE AVERAGE SALES VALUE CONVERSIONS TOTAL CONVERSION VALUE Content 205 50% $500 102.5 $51,000 For this example, let’s say our content marketing has a conversion rate of 50% and the average sale is worth $500. • To ﬁnd our total conversions, we need to multiply our total qualiﬁed leads by 50%. • 205 * 50% = 102.5 conversions • Based on that ﬁnding we assume these sales will average $500, so to ﬁnd the total value we • multiply 102.5 * $500 = $51,000 • Therefore, our total content marketing conversions are worth $51,000

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